Recently Contented graduate Caitlin asked us for a short article about why web content had to be written a specific way. Her client truly couldn't understand why Caitlin wanted to rewrite what he had written. He couldn't see that his prose was long-winded, unfocused and difficult to read. His prose was a car going nowhere... except into a tree, perhaps. Or perhaps he thought that was OK on the Web, since he always wrote that way, and nobody had openly criticized his style until now.*
Well, I guess I've written books on that topic but possibly not a short article—not lately anyway. So what should you say to such a client?
Keep it simple or stun them with science. But whatever else you say, your trump card is the S-word: Search.
*This reminds me of certain terrifying drivers who claim smugly that they've never had an accident in 70 years... and take this as proof that their driving is safe.
Web writing skills: essential for career advancement